Back in 2008, life at Wild Action was already a whirlwind of reptiles, wildlife shows, school incursions, television appearances and long days driven by passion over profit.
Founder Chris Humfrey had spent years passionately championing Australian wildlife conservation through education, often lugging snakes, lizards, owls and crocodiles into classrooms, while advocating for native wildlife protection.
But despite the growing crowds and loyal following, Chris still felt like Wild Action wasn’t always taken seriously by the broader business world.
Then came the phone call that changed everything.
In 2008, Wild Action won the prestigious Telstra Business Awards for Victorian Small Businesses and then went one step further, taking out the award for Best Overall Business in Victoria.
“It was the first time anyone really took Wild Action seriously!” Chris laughs.
And what followed was nothing short of a roller coaster ride.
From Wildlife Dreamer to Award-Winning Business
For years, Wild Action had been built on pure determination. There were no wealthy investors. No flashy headquarters. No giant corporate backing.
Just passion.
Chris had spent most of his life obsessed with wildlife and conservation. While other kids were playing video games, he was rescuing frogs, catching skinks and studying reptiles. That childhood fascination eventually turned into a career educating millions of Australians about native wildlife.
But running a wildlife education business wasn’t exactly considered a “safe” or conventional business model.
“At the time, people thought I was mad,” Chris recalls.
“Carrying snakes into schools and talking about conservation wasn’t exactly viewed as a high-level business strategy.”
Yet behind the scenes, Wild Action had quietly become something unique. The business was reaching huge audiences through live wildlife shows, educational programs, media appearances and conservation initiatives.
And the Telstra Business Awards judges noticed.
Gruelling Judging Process
According to Chris, the awards process itself was intense.
“It was absolutely gruelling,” he says.
“There were so many checks and balances. Financial interviews, business reviews, judging panels, business strategy questions… they examined absolutely everything.”
This wasn’t a popularity contest.
The Telstra Business Awards had a reputation as one of Australia’s most respected and rigorous business award programs. Judges wanted to know whether a business made money, but they also looked for innovation, leadership, long-term vision and impact.
For Wild Action, that meant proving wildlife education wasn’t just entertaining; it was meaningful.
“At long last, someone was taking the idea that education is the key to conservation seriously,” Chris says.
And then came the night of the awards.
“I Had to Pinch Myself”
Chris still remembers sitting in the audience, convinced there was no chance Wild Action would actually win.
“There were so many polished businesses there. Huge companies. Professional corporate teams,” he says.
“And then there was me, the wildlife guy!”
When Wild Action was announced as the Victorian Small Business winner, Chris was already stunned.
But when the business then won Best Overall Business in Victoria, the shock became almost surreal.
“It was the biggest surprise of my life,” Chris says.
“I genuinely had to pinch myself.” The recognition was validating.
For years, Chris had fought to prove that wildlife education mattered, that inspiring children to care about animals could create real environmental change.
Suddenly, one of Australia’s biggest business institutions was saying exactly the same thing.
Media Frenzy and Publicity Explosion
The aftermath of the awards was immediate.
“Winning opened the doors to so much publicity and media attention,” Chris explains.
Suddenly, television networks, newspapers, magazines and radio stations all wanted interviews. Wild Action’s profile exploded across Victoria and beyond.
The award instantly elevated the business from a niche wildlife education company into a recognised, respected brand.
Schools grew more confident about booking programs, sponsors took an interest, new tourism opportunities opened up, and media producers started calling.
And perhaps most importantly, people began seeing wildlife education through a different lens.
Wild Action wasn’t just “the reptile guy” anymore.
It had become an award-winning educational organisation with serious credibility.
Lights, Camera… Television!
Not long after the awards, another major opportunity arrived.
Chris executively co-produced his first major television series:
Chris Humfrey’s Awesome Australian Animals
The 13-part series showcased Australia’s extraordinary wildlife in a fun, energetic and educational way that appealed to children and families alike.
And it didn’t just stay local; the show eventually sold into more than 80 international territories.
For Chris, the connection between the Telstra win and the television breakthrough was undeniable.
“Winning that award absolutely helped set me apart from my competitors, both in Victoria and nationally,” he says.
“It gave people confidence in me, and confidence in Wild Action.”
Suddenly, doors that had once seemed impossible were opening everywhere.
The Real Win Was Bigger Than Business
Although the awards brought credibility and plenty of new opportunities, Chris says the deeper impact was personal.
The recognition validated years of relentless hard work, sacrifice and risk-taking.
Running a wildlife business is not glamorous behind the scenes. There are endless animal feeds, veterinary costs, licensing requirements, transport logistics, school bookings, staffing challenges and long hours.
Yet through all of it, Wild Action stayed focused on one core mission:
Helping people fall in love with wildlife.
“That’s always been the goal,” Chris says.
“Because if people care about wildlife, they’ll protect it.”
The Telstra judges recognised that conservation education could be innovative, impactful and commercially viable all at once.
And for Chris, that meant everything.
Still Grateful After All These Years
Nearly two decades later, the memory still feels surreal.
Chris describes the experience as one of the proudest moments in Wild Action’s history.
“It was such an honour,” he says.
And while the business has continued to evolve through television, tourism, wildlife conservation, educational programs and sanctuary experiences, the 2008 Telstra Business Awards remain a defining chapter in the Wild Action story.
It was the moment Chris’s hard work and persistence finally earned national recognition.
Not bad for a kid who just loved catching frogs and chasing lizards.
Ready to Write Your Own Wild Chapter?
If you’re after a memorable school incursion, a lively wildlife show or a conservation experience that shifts how people see the natural world, Wild Action still brings the same passion that took Chris from frog-catcher to heading up an award-winning business.
Come see what all the fuss is about; the animals are waiting!
